Service marketing

Employees are ..... customers

• internal

• external

• interactional

• none

The first step in developing a service blueprint is ____________.

• a. to reach a consensus on which activities are more important than others

• b. to identify all the key activities involved in creating and delivering the service

• c. to identify the links between a set of alternative service possibilities

• d. to identify the key employees who will be enacting the service blueprint

The line of ____________ divides front-stage activities from backstage activities.

• a. service standards and scripts

• b. visibility

• c. internal physical interaction

• d. internal IT interaction

Service blueprints ____________, and how these are supported by backstage activities and systems.

• a. enhance servicescape features such as furniture and lighting

• b. complicate employee handling of special requests

• c. clarify the interactions between customers and employees

• d. enhance customer technical know-how

The ____________ or ____________ includes both the ____________ and ____________ of a service facility.

• a. roll; retrieval; implicit aspects; explicit aspects

• b. stage; servicescape; exterior; interior

• c. stage; service area; customers; buyers

• d. roll; canopy; employees; equipment

_________ is an attitude formed by a long-term, overall evaluation of a firm's performance.

• Customer satisfaction

• Positive disconfirmation

• Service quality

• Customer retention

__________ is a short-term, transaction specific measure.

• Customer satisfaction

• Focus group interviews

• Noncustomer research

• Service quality

The firm's increased research orientation and enhanced upward communication

will assist the firm in decreasing which one of the following gaps?

• knowledge gap

• standards gap

• delivery gap

• communications gap

A hotel may feel that its customers prefer comfortable rooms, when, in fact,

the majority of the hotel's customers spend little time in their rooms and are

more interested in on-site amenities such as the pool, spa, and restaurants.

This hotel is suffering from a:

• knowledge gap

• standards gap

• delivery gap

• ommunications gap

Minimizing the amount of role conflict and role ambiguity experienced by

employees will help reduce the size of this gap.

• knowledge gap

• standards gap

• delivery gap

• communications gap